marketing

1. An assignment
On
Principles of Marketing (MKT-206)
Topic: Products, Services, and Brands and
Real Marketing (Chapter – 08)
Submitted Date: 05/08/2012
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Prepared For:
Mrs. Rokeya Binte Shahid,
Lecturer
Green University of Bangladesh
Prepared by:
Md. Moazzemem Hossain (110106034)
Anqur Chowdhury (110106027)
Fatema Akter Mukta (110106048)
Green University of Bangladesh

2. Three Levels of
Products
Core Customer Value Actual Product Augmented Product
Features
Design
Packaging
Quality Level
Brand Name
After Sale Service
Warranty
Product Support
Delivery and Credit
Product:
Anything that can be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want and need.
Level of product and services:
Three levels of product:
Product and Service Classifications:
1. Consumer products:
A product bought by final consumer for personal consumption.
2. Industrial product:
A product bought by individuals and organizations for further processing or for
use in conducting a business.
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3. Individual product decisions:
Product and service attributes:
Developing a product or service involves defining the benefits that it will offer.
These benefits are communicated and delivered by product attributes such as quality,
features, and style and design.
Product quality: The characteristics of a product or service that bear on its ability to
satisfy stated or implied customer needs.
Product features: A product can be offered with varying features. A stripped-down
model, one without any extras, is starting point. The company can create higher-level
models by adding more features are competitive tool for differentiating the company’s
product from competitors’ products.
Product style and design: Style simply describes the appearance of a product. Design is a
larger concept than style. Design is more than skin deep-it goes to the very heart of
product. Good design contributes to a product’s usefulness as well as to its look.
Branding:
A name, term, sign, symbol, design, or a combination of these that identifies the
products or service of one sellers and differentiates them from those of competitors.
Packaging:
The activities of designing and producing the container or wrapper for a product.
Labeling:
The label identifies the product or brand. The label might also describe several
things about the product who made it, where made it, when it was made, its contents, how
it is to be used, and how to use it safely. Labeling also help to promote the brand, support
its positioning, and connect with customers.
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4. Product support service:
Customer service is another element of product strategy. A company’s offer
usually includes some support services, which can be minor or major part of total
offering. The first step is to survey customers periodically to assess the value of current
services and obtain ideas for new ones. Then, to rewards those that have high customers-service
ratings and to keep customers happier after sale. Many companies are now using
a sophisticated mix of phone, e-mail, fax, internet, and interactive voice and data
technologies to provide support services that were not possible before.
Product line:
A group of products that are closely related because they function in a similar
manner, are sold to the same customer groups, are marketed through the same types of
outlets, or fall within given price ranges.
Real marketing-(Introduction) Parle Bisleri Ltd.:
“Bisleri” is a powerful brand. In fact, the brand has become synonymous with
“water,” the generic product category, over the years. Unlike many Western European
and North American countries, India is a country that constantly grapples with the
problem of portable drinking water. In a hot and tropical country like India, the market
for pure drinking water is huge. Assuming that a human being needs 1-2 liters of water a
day, a population of over 1 billion would need 1-2 billion liters of water. At Rs. 10 per
liter, the potential market for pure drinking water can be easily forecasted. “Ramesh J.
Chauhan” is the managing director of “Parle Bisleri Ltd.”. It started expanding the
operations of Bisleri in 1995. Since 1995, he has multiplied his operations by 20 times
with an average growth rate of 40 percent. Today, Bisleri has become a household name.
In 1995 the introduction of the 500-ml bottle at just Rs. 5. The 500-ml bottle was so
successful that it gave the company a growth of 400 percent. By 2000 to 2001, however,
the brand was becoming generic. In September 2000, Bisleri launched its “Play Safe” ad
campaign in print and television media. Since 1995 to now it becomes a popular product
of daily needs of humans of India. But still the company is not very happy with its
achievements. “This is not enough-we need to keep looking for different avenues,” says
Chauhan.
Branding strategy:
Brand equity:
The differential effect that knowing the brand name has on customer response to
the product or its marketing
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5. Building strong brands:
Brand development strategies:
Existing New
Line extension: Extending an existing brand name to new forms, colors, sizes,
ingredients, or flavors of existing product category.
Brand extension: Extending an existing brand name to new product categories. A brand
extension extends a current brand name to new or modified products in new category.
Multi brands: Extending a new brand name to existing product category. Multi branding
offers a way to establish different features and appeal to different buying motives.
New brands: Extending a new brand name to new product category. A company enters
with a new product with a new brand name to create a change in market.
Real marketing-(8.1) Cadbury: (The king of the Indian chocolate market) :
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Brand
Position
Attributes
Benefits
Beliefs and
values
Brand name
selection
Selection
Protection
Brand
sponsorship
Manufacture’s
brand
Private brand
Licensing
Co-branding
Brand
development
Line
extensions
Brand
extensions
Multi brands
New brands
Product category
Existing New
Existing
Brand name
New
Line
extension
Brand
extension
New
brands
Multibran
ds

6. Cadbury is a leading global confectionery company with headquarters in the
United Kingdom. It has operations in over 60 countries, and manufacturers and sells
chocolates, gum, and candy brands. Cadbury began its operation in India in 1948 by
importing chocolates. Currently, Cadbury India offers four product categories: chocolate
confectionary, milk-food drinks, candy, and gum. In the chocolate confectionary business,
Cadbury is an undisputed leader in India. It offers several brands like Cadbury Dairy
Milk (CDM), 5 Star, Perk, Éclairs, and Celebration. Cadbury has nicely covered the
market with offering that range from Rs. 1 for a Cadbury Éclair to the all-year-round
Cadbury Celebrations gift packs priced between Rs. 145 and Rs. 155. It enjoys a value
market share of over 70 percent of the chocolate confectionary market in India. In 1990s
it comes out with the campaign of “Khane Walon Ko Khane Ka Bahana Chaiye”
(a person who wants to eat just needs an excuse to eat). Today, the brand has penetrated
even in smaller towns, and the sales volume there has grown by over 40 percent. Today,
Dairy Milk is the largest chocolate brand in India. It is undisputed leader with an overall
market share of over 30 percent. Of the approximately 207 million Cadbury bars sold
each day, Dairy Milk alone accounts for over one million. The name “Cadbury” is
synonymous with chocolates in India. The logo of Cadbury as well as its purple color are
strongly associated with the brand and have one of the highest recognitions among
popular customer brands in consumers, minds. Not surprisingly, Dairy Milk emerged as
the No. 1 “Most Trusted Brand” in Mumbai (India) for Brand Equity’s Most Trusted
Brands Survey (2005). From the beginning to now the Cadbury is stayed in top position
as a chocolate confectionary in India and other 59 countries respectively.
Service:
Any activity or benefit that one party can offer to another that is essentially
intangible and does not result in the ownership of anything.
Characteristics of Service Marketing:
Inseparability
Service cannot be
separated from
their providers
Service intangibility: A major characteristic of services-they cannot be seen, tested,
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Service
Perishability
Services cannot be
stored for later sale or
use
Intangibility
Services cannot be
seen, tasted, felt, heard,
or smelled before
purchase
Variability
Quality of services
depends on who
provides them and
when, where, and how

7. felt, heard, or smelled before they are bought.
Service inseparability: A major characteristic of services- they are produced and
consumed at the same time and cannot be separated from their providers.
Service variability: A major characteristics o services-their quality may vary greatly,
depending on who provides them and when, where, and how.
Service perishability: A major characteristic of services-they cannot be stored for later
sale or use.
Service-profit chain:
1 . Internal service equity: Superior employee selection and training, a quality work
environment, and strong support for those dealing with customers, which results
in . . .
2 . Satisfied and productive service employees: More satisfied, loyal, and
hardworking employees, which results in . . .
3 . Greater service value: More effective and efficient customer value creation and
service delivery, which results in . . .
4 . satisfied and loyal customers: Satisfied customers who remain loyal, repeat
purchase, and refer other customers, which results in . . .
5 . Healthy service profits and growth: Superior service firm performance
Service marketing:
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1. Internal
service
quality
2. Satisfied and
productive
service employees
3. Greater
service value
4. Satisfied
and loyal
customers
5. Healthy
service profits
and growth

8. Services have grown dramatically in recent years. Services industries vary greatly.
Government offer services through courts, employment services, hospital, military
services, police and fire department, postal services, and schools. Private non-profit
organization offer services through museums, charities, churches, colleges, foundations,
and hospitals. a large number of business organizations offer services- airlines, banks,
hotels, insurance companies, consulting firm, medical and legal practices, entertainment
companies, real-estate firms, retailers and others.
Internal marketing:
Orienting and motivating customer-contact employees and supporting service
people to work as a team to provide customer satisfaction.
Interactive marketing:
Training service employees in the fine art of interacting with customers to satisfy
their needs.
Real marketing-(8.2) Shaukat Khanum: (Meeting Service Quality Challenges):
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Company
Internal marketing External marketing
Employees Customers
Interactive
marketing

9. Shaukat Khanum Memorial Cancer Hospital and Research Centre, popularly
known as Shaukat Khanum, was established in 1994 in Lahore, Pakistan. The hospital
was launched with the mission of providing comprehensive cancer care to patients
irrespective of their capacity to pay for the extremely costly medical tests and treatment.
Over the next decade, Shaukat Khanum was very successful in achieving its objectives.
By 2008, the institution had spent approximately US$ 100 million in supporting the
treatment of thousands of indigent cancer patients, whose workload comprised about 75
percent of the total. It has also established itself as a regional center of excellence in
cancer care. Shaukat Khanum was founded by Imran Khan, one of Pakistan’s most
illustrious cricketers. Shaukat Khanum was the mother of Imran Khan. Shaukat
Khanum’s creation was special enough, but its ability to sustain its high quality work and
mission over the next 14 years against tremendous odds is a matter of pride for its entire
stakeholder. After a period of time they mange to create some quality doctors and nurses
who serves a good service to the patients. In 2008, it was found that only 10 percent of
patients had something negative to say about Shaukat Khanum’s various services. Most
of the respondents understood that there were legitimate grounds for rejecting patients,
and it did not dampen or erode Shaukat Khanum’s trustworthiness and reputations. 95
percent of stakeholder of Shaukat Khanum’s able to knowing that they can not accept all
patients. Consequently, most of them also want to contribute toward Shaukat Khanum’s
mission of serving the poor cancer patients of the region. They took those kinds of
decisions because of some difficult challenges they have faced.
The End!!!
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10. Shaukat Khanum Memorial Cancer Hospital and Research Centre, popularly
known as Shaukat Khanum, was established in 1994 in Lahore, Pakistan. The hospital
was launched with the mission of providing comprehensive cancer care to patients
irrespective of their capacity to pay for the extremely costly medical tests and treatment.
Over the next decade, Shaukat Khanum was very successful in achieving its objectives.
By 2008, the institution had spent approximately US$ 100 million in supporting the
treatment of thousands of indigent cancer patients, whose workload comprised about 75
percent of the total. It has also established itself as a regional center of excellence in
cancer care. Shaukat Khanum was founded by Imran Khan, one of Pakistan’s most
illustrious cricketers. Shaukat Khanum was the mother of Imran Khan. Shaukat
Khanum’s creation was special enough, but its ability to sustain its high quality work and
mission over the next 14 years against tremendous odds is a matter of pride for its entire
stakeholder. After a period of time they mange to create some quality doctors and nurses
who serves a good service to the patients. In 2008, it was found that only 10 percent of
patients had something negative to say about Shaukat Khanum’s various services. Most
of the respondents understood that there were legitimate grounds for rejecting patients,
and it did not dampen or erode Shaukat Khanum’s trustworthiness and reputations. 95
percent of stakeholder of Shaukat Khanum’s able to knowing that they can not accept all
patients. Consequently, most of them also want to contribute toward Shaukat Khanum’s
mission of serving the poor cancer patients of the region. They took those kinds of
decisions because of some difficult challenges they have faced.
The End!!!
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